0:11Skip to 0 minutes and 11 secondsHere we see a typical percolation model. Each cell in this grid represents an agent. And there's one agent in this grid, as you can see here, that has adopted a new product. Now, only one agent adopts a product. It will inform other cells, other agents, about the quality of this product. And other agents will only adopt this product if its quality is higher than its personal preference. So this agent might adopt, whereas the other wants-- thinks the product is not good enough, and they do not adopt the product. And because they do not adopt, they do not spread information. Only this one will, in the next step, inform other neighbours about the quality of the product.